The Council for Responsible Nutrition released detailed results of its latest consumer surveys on U.S. dietary supplement usage in 2020 during its virtual “NOW, NEW, NEXT” conference last week.

Americans confident in dietary supplement effectiveness and quality, including during pandemic

The Natural Products Association (NPA; Washington, D.C.) announced that it will be virtually hosting its annual conference, The Big Natural, from November 30 – December 1, 2020. Daniel Cormier, the Ultimate Fighting Championship (UFC) fighter, will deliver the keynote address. 

“This is an event that no one in the industry can afford to miss,” said Daniel Fabricant, PhD, NPA’s president and CEO, in a press release. “While we may be doing things a little differently this year, we are moving full speed ahead and addressing the issues that are most impacting our industry. We are tailoring the program this year to make sure that attendees are still engaged and have the same access to the world’s leading experts in the natural products industry. This is also an excellent opportunity for the industry to make a direct investment back into the industry, with 100% of profit going directly to education and advocacy initiatives.” 

The two-day event will feature educational sessions, workshop programming, case studies, interactive discussions, networking, and benchmarking. The Big Natural will bring together industry leaders, innovators and government officials to share insights, and is open to members as well as non-members. The event is expected to attract C-suites as well as department leadership within the retail, CPG, natural, health foods, supplements and investment sectors with budget and/or human capital responsibility in the following areas:

Digital Initiatives, Branding, Marketing and Advertising

Merchandising, Distribution, and E-Commerce

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The Natural Products Association announced that it will be virtually hosting its annual conference, The Big Natural, from November 30 – December 1, 2020.

NPA to virtually host The Big Natural

A recent double-blind, randomized, parallel-group, placebo-controlled study

 found that supplementation with ashwagandha supports sleep quality in subjects. In the study, 40 healthy subjects and 40 subjects with insomnia were assigned to either take ashwagandha (KSM-66 Ashwagandha extract from Ixoreal Biomed Inc., based in Los Angeles, CA) or placebo for eight weeks. Assessments were conducted on sleep parameters (Sleep Onset Latency, Total Sleep Time, Wake After Sleep Onset, Total time in bed, and Sleep Efficiency), Pittsburgh Sleep Quality Index and Hamilton Anxiety scale-A questionnaire, mental alertness on rising assessment, and sleep quality questionnaire.

Results showed that supplementation with ashwagandha significantly improved sleep parameters in subjects, and that the improvements in subjects with insomnia were greater, compared to healthy subjects. Specifically, ashwagandha improved measures of sleep onset latency, sleep efficiency, total sleep time, and waking after sleep onset.

“Sleep is critical to be healthy, to recover from exercise and to function optimally both physically and cognitively. Ashwagandha root has been referenced for centuries for its sleep benefits,” said Kartikeya Baldwa, CEO of Ixoreal Biomed Inc, in a press release. “This study is the first clinical study to evaluate the effect of Ashwagandha root extract on sleep quality in both healthy adults and insomnia patients and demonstrate significant positive effects on sleep quality in the participants.”

Langade D et al. “Clinical evaluation of the pharmacological impact of ashwagandha root extract on sleep in healthy volunteers and insomnia patients: A double-blind, randomized, parallel-group, placebo-controlled study.” 

 Published online ahead of print on August 17, 2020

A recent double-blind, randomized, parallel-group, placebo-controlled study found that supplementation with ashwagandha supports sleep quality in subjects. 

Ashwagandha supports sleep quality, says recent study

Catalent (Somerset, NJ) launched a delayed-release technology called OptiGel DR, which allows softgel capsules to be formed by combining pectin with gelatin to eliminate the need for a separate capsule-coating step. This technology can be used in pharmaceutical and nutraceutical applications. Delayed release technology protects active ingredients from stomach acid, so they are released in directly in the intestines, potentially enhancing bioavailability. 

“Catalent has a long history in softgel innovation, stretching back more than 85 years, and this latest evolution of the technology allows innovators to design the most efficient products, and bring superior pharmaceutical and nutraceutical products to the marketplace,” said Aris Gennadios, PhD, Catalent’s president for softgel and oral technologies, in a press release. “The technology we have developed allows the delayed release profile to be incorporated into the softgel capsule shell, broadening the applications, and making a separate capsule coating step unnecessary. This reduces time and yield loss and eliminates potential quality issues associated with coated softgels.”

OptiGel DR capsules can also help reduce gastric reflux effects, and they eliminate the processing and performance challenges associated with conventionally coated delayed release softgels.

Catalent launched a delayed-release technology called OptiGel DR, which allows softgel capsules to be formed by combining pectin with gelatin to eliminate the need for a separate capsule-coating step.

Catalent launches new delayed release softgel

U.S. consumers view dietary supplements as an effective way to maintain health and wellness, including during the COVID-19 pandemic, new data show. On October 16, during day three of the Council for Responsible Nutrition’s (CRN; Washington, DC) virtual “NOW, NEW, NEXT” conference, the association released detailed results from two recent surveys funded by CRN breaking down how consumer usage and opinions of dietary supplements bore out during 2020.

 specifically looking at whether consumers who already use dietary supplements either increased or decreased their supplement usage during the COVID-19 pandemic. 

The CRN-funded COVID-19 survey was conducted online by Ipsos on July 31, 2020, to August 4, 2020, on a sample of over 2004 U.S. adults aged 18 and up, including 1488 dietary supplement users.

As previously reported, the survey found that among consumers who said they changed their supplementation habits following the onset of the COVID-19 pandemic (620 consumers), 91% of those reported increasing their supplement usage during the pandemic. Breaking that down, 46% of supplement users reported adding new dietary supplements to their existing supplement routines, 25% reported taking the same supplements more regularly, and 22% reported increasing supplement doses. Moreover, 11% reported changing their supplement routines specifically because of the pandemic.

Overall, those supplement users who were most likely to have changed their supplement routines during the pandemic were men (at 47%), supplement users aged 18-34 (at 65%), supplement users with children in their household (at 63%), and seasonal supplement users (66%).

Multivitamins, vitamin C, and vitamin D stood out as the top-three products supplement consumers increased usage of during the pandemic, with usage growing 

59%, 44%, and 37%, respectively, among supplement users

. Others supplements in the top-10 to see a boost were zinc (at +17%) and calcium (at +16%), followed by iron, vitamin B/B complex, magnesium, protein, green tea, energy drinks, vitamin E, and fiber.

Probiotics, elderberry, and cannabidiol (CBD) didn’t make the top-10 list, but all three also saw increases during the pandemic, with supplement users reporting usage increases of 10%, 9%, and 8%, respectively. Probiotics were especially popular with users aged 35 and older, while elderberry was most popular among female users.

Despite increased usage of supplements, supplement consumers also reported more difficulty accessing these products during the pandemic. Up to 16% reported being unable to purchase supplements from their usual retailer due to a store closure, 22% said they were unable to purchase supplements from their usual retailer due to stock shortages, 27% had to buy a different brand of dietary supplement due to limited product availability, and 21% had to switch from a branded supplement to a generic/store brand due to limited product availability.

As expected, supplement users reported increasing e-commerce purchasing during the pandemic, with 38% of supplement users stating they bought supplements online. Those more likely to purchase online were males (45%), young adults aged 18-34 (51%), and parents of young children under 18 (51%). These groups were also more likely to stockpile supplements.

Top reasons supplement users increased their supplement usage during the pandemic included supporting overall immune health (57%), supporting overall health and wellness (53%), and helping to reduce risk of serious illness (42%). 

Of note, 83% said they believe that dietary supplements play an important role in helping to support their health and wellness during the pandemic, with 98% indicating they were likely to continue their current supplement routine moving forward.

CRN’s COVID-19 survey specifically focused on consumers who were already supplement users, looking at changes to their supplementation routines during the time of the pandemic.

Following the presentation of its COVID-19 survey data on supplement users, CRN also reported results of its annual Consumer Survey on Dietary Supplements, which was conducted by Ipsos online on August 27-31, 2020, 

about a month after the COVID-19 survey was conducted. The 

2006 U.S. adults (both supplement users and non-users), including 1471 supplement users.

In this year's Consumer Survey, dietary supplement usage among U.S. adults fell 4 percentage points, from 77% in 2019 to 73% in 2020. Tom Druke, marketing manager, minerals and nutrients, for Balchem (New Hampton, NY), presented the results during the CRN conference and commented on the drop. 

“While the 77% to 73% decline is outside our margin of error, it’s still consistent with data from previous years, and it’s in line with other data in light of the pandemic," he stated. Later, he said, “No, we shouldn’t be that concerned. Yes, it’s outside of the margin of error slightly, but it’s still proportional to what we’ve seen in previous years…I think that says it’s a little bit of a blip over time, but it’s like looking at the weather: You don’t necessarily look at how it is today but how the patterns are over time.”

He also noted the potential role of the pandemic's economic impact. “In a survey conducted by Axios over September 11-14, they found that about 1 in 5 Americans say their ability to afford household goods has gotten worse (18%).” Also, he pointed out, the reported challenges consumers had accessing some supplements due to store closures and stock shortages also may have “contributed to some of the dips we’re seeing.”

Dietary supplement usage skewed to female consumers (at 77%), people over the age of 55 (at 81%), and those with higher household income and college degrees.

Vitamins and minerals are far and away the most popular type of supplements used (at 98%), followed by specialty supplements (at 46%), herbs and botanicals (at 44%), sports nutrition (at 30%), and weight management (at 19%). However, some of those categories saw usage fall this year: specialty supplements (from 52% in 2019 to 46% in 2020), herbs and botanicals (from 50% in 2019 to 44% in 2020), and sports nutrition (from 36% in 2019 to 30% in 2020).

Said Druke: “In light of the ongoing pandemic, consumers are focusing more on overall health and wellness and supporting immune health, which is consistent with what we’ve seen in both the 2020 survey and the COVID-19 survey.”

multivitamins, vitamin D, and vitamin C ranked as the top supplements consumers used, by 74%, 42%, and 35% of consumers, respectively. Other popular supplements were calcium (26%) and protein (20%), followed by vitamin B/B complex, magnesium, green tea, vitamin E, zinc, iron, omega-3 fatty acids, and turmeric. Within specialty supplements, omega-3 fatty acids and probiotics were the most widely used. CBD, which CRN added to its Consumer Survey last year, showed slightly lower usage in 2020, 

Druke commented on some of the popular items. “Over the last six years, both vitamin D and zinc supplements have seen a slow but steady increase among overall supplement users,” said Druke. Vitamin D usage skews more to female consumers, he added, while zinc usage skews more toward males.

In terms of age preferences, all three groups (18-34, 35-54, and 55+) ranked multivitamins, vitamin D, and vitamin C as the top three supplements users took. For younger consumers aged 18-34, protein and green tea rounded out the top five, while calcium and protein rounded out the top five for the 35-54 age group, and calcium and vitamin B/B complex for the 55+ age group.

Consumers cited overall health and wellness benefits (40%), overall immune support (32%), and filling nutrient gaps (25%) as the top three reasons why they take supplements. Notably, the number of consumers taking supplements for immune health rose 27% from 2019, replacing energy as the number-two reason why consumers supplement.

They survey asked which mental health and sleep support supplements consumers took, with 13% of overall supplement users stating they took supplements for mental health, and 14% of overall supplement users taking supplements for sleep health. For mental and sleep health, leading nutrients were melatonin, magnesium, and CBD. Sleep and mental health supplements were also more popular among younger users compared to older users.

For immune health, top supplements were vitamin C (61% of users taking), multivitamins (57%), vitamin D (47%), zinc (32%), vitamin B/B complex (28%), probiotics (27%), turmeric (19%), and elderberry (13%). Again, elderberry is especially popular among younger users.

Consumers Trust Supplements and Are Brand Loyal

Whether or not they use dietary supplements, a majority of U.S. adults (84%) surveyed reported being confident in the safety and quality of dietary supplements. This number was even higher among those who actually use supplements, with approximately 90% of supplement users reporting being confident in the safety and quality of dietary supplements.

U.S. adults are especially confident in the quality and safety of vitamin and mineral supplements (85% were confident), while those percentages were lower for herbs and botanicals (59% expressed confidence), specialty supplements (63% confident), sports nutrition (52% confident), and weight management (43% confident). Men, consumers in the topic income bracket, parents, and those with a college degree tended to be more confident in the safety and quality of supplements. When asked about their feelings about the dietary supplement industry, 74% of all adults felt that the industry is trustworthy, with numbers higher for supplement users (at 83%) compared to non-users (at 51%).

Those who took supplements were most motivated to do so by a desire to maintain their health. Other reasons included to live a longer life, gain control over a health condition, or because a health practitioner told them to. Among adults who don’t take dietary supplements, the primary reason cited is that they don’t feel a need to take supplements, followed by the price of supplements. Older adults were more likely to state that they don’t feel the need to take dietary supplements.

One of the standout takeaways from this year’s survey was an increase in consumer loyalty to their preferred brand of dietary supplement. In 2020, consumer brand loyalty reached its highest percentage, at 69%—a 9-point increase from 2018, Druke pointed out, calling it “a very significant and strong increase in brand loyalty.” Brand loyalty was highest among men, those in the top income bracket, those living in urban areas, and those with children living at home.

The majority of supplement purchases were made in mass-market channels, especially Walmart, Target, and pharmacies such as CVS, Walgreens, and Rite-Aid, according to the survey. Consumers under age 55 were more likely to purchase supplements from “less common” outlets such as health food stores, supermarkets, and independent pharmacies, Druke said. There was also a slight increase in purchases made at warehouse and club stores, with 22% of users indicating purchasing from that channel.

Up to 24% of supplement users bought supplements online, similar to last year’s survey, he added. And while the bulk of online purchases were made through Amazon.com (at 73%), online purchases made at non-Amazon sites, including Target.com and iHerb.com, grew 10% in 2020 over 2019, now sitting at 32%. Those more apt to purchase from Amazon were men, consumers under the age of 55, those living in urban areas, and parents.

The survey also looked at consumer preferences related to delivery forms. The top preferences were tablet/caplets(31%), capsules (19%), gummies (15%), softgels (10%), and chewable tablets (4%). Older consumers and consumers in rural areas tended to prefer tablets/caplets. Women and consumers under aged 35 preferred gummies most. Softgels appealed most to consumers over age 35. Ease of swallowing was consumers’ top concern when selecting a dosage format, followed by factors like price, taste, etc.

Americans confident in dietary supplement effectiveness and quality in 2020, including during COVID-19 pandemic, CRN surveys show

Nutralliance (Yorba Linda, CA) signed an exclusive sales and distribution agreement with Globionic, a supplier of nutraceutical ingredients from Eastern Europe, for Lavitol dihydroquercetin (DHQ), a larch ingredient from Russia-based Ametis Corp. Lavitol DHQ is the first ingredient from the new alliance to be marketed exclusively in North America by Nutralliance. Lavitol DHQ is a powerful antioxidant that helps recycle vitamin C while limiting its oxidation. The ingredient has also been shown to support cardiovascular, respiratory, immune, eye, skin, liver, and endocrine health. 

“There is an abundance of unique resources specific to this region,” said Globionic president and CEO Bill Knudson, in press release. “Many ingredient suppliers there, however, tend to lack the understanding of how to successfully market their researched ingredients in the United States. There are numerous cultural, language, transportation, and financing hurdles that hinder their expansion in North America, and Globionic was created to bridge those issues. Out of the many distributors out there in this arena, Nutralliance was selected to be our exclusive distribution partner because of its stellar reputation in the industry for transparency, diligence, follow-through, testing, and shipping expertise. All of which align with Globionic’s core principles that we have promised to our partners.”

Nutralliance’s CEO Brian Salerno said in a press release: “Lavitol DHQ will provide brands with a heavily researched and unique ingredient for a wide range of applications and consumer needs. And this is just one of many similar quality ingredients to come from Globionic, a company that itself has a unique position in the supply-side arena.”

Lavitol DHQ is extracted via a patented technology from larch tree stumps left behind from wood industry harvesting. It's produced year-round with an annual production of 13 tons of finished material in a 

state-of-the-art, ISO 9001:2015, ISO 22000-2005, and HACCP-compliant facility.

Nutralliance signed an exclusive sales and distribution agreement with Globionic, a supplier of nutraceutical ingredients from Eastern Europe, for Lavitol dihydroquercetin (DHQ).

 Nutralliance to market, distribute Lavitol DHQ in North America  

Blue California (Rancho Santa Margarita, CA) and Conagen (Bedford, MA), a biotech innovator, announced the commercialization of Rosavel, a natural preservation solution with 98% high-purity rosmarinic acid. A naturally occurring polyphenolic compound in rosemary, rosmarinic acid contains antioxidant and antimicrobial properties. The natural preservative protects food and drink from oxidative stress, which can lead to unpleasant smells, flavors, colors, and unhealthy compounds. Rosavel itself is made by bioconversion so that it does not impart the color or flavor associated with rosemary.

“Rosavel is an ideal example how Conagen is rapidly developing sustainable, nature-based ingredients to improve on existing options in the market. We are scaling-up and commercializing this and other similar novel ingredient solutions,” said Conagen’s VP of innovation, Casey Lippmeier, PhD, in a press release.

Blue California and Conagen, a biotech innovator, announced the commercialization of Rosavel, a natural preservation solution with 98% high-purity rosmarinic acid.

Blue California, Conagen commercialize rosmarinic acid-based natural preservative

Serious research on omega-3 fatty acids has been ongoing for the last 40 years—but omega-3s really started gaining mainstream attention and interest from consumers around the turn of this century, which is when the market started to take off big time.

In two short decades, the long-chain omega-3s eicosapentaenoic acid (EPA) and docosahexaenoic acid (DHA), which found fame in simple fish oil–based formulations, have achieved nearly universal awareness all over the globe. This is in part due to the high-profile publication of some major clinical trials but also because of the technological advancements underpinning the actual adoption of these fatty acids—a fact often underappreciated.

It is these technological advancements that paved the way for omega-3 concentrates, powders, gummies, emulsions, and much more. And if it weren’t for these innovations, consumers today wouldn’t be able to enjoy these important nutrients in such a variety of different ways.

Chris Gearheart, director of member communications and engagement for the Global Organization for EPA and DHA Omega-3s (GOED; Salt Lake City, UT), offers his perspective on some of the trending applications.

“Global supplement consumers are driving demand for concentrated omega-3 products, drawn by the convenience of getting more EPA and DHA in a single dose. Demand in the infant formula market is also growing as consumers in some geographic markets switch to higher-end DHA-fortified formulas. Omega-3 ingredients in pet foods are also seeing growth in volume and value,” he notes.

“Lastly, omega-3 pharmaceutical products have huge growth potential, both in terms of the number of omega-3–based drugs in the pharmaceutical pipeline as well as the potential market growth after currently available pharmaceuticals are approved for use in high-population markets like China,” Gearheart adds.

Interest in omega-3s appears to be growing in these extraordinary times when global health is of chief concern. During a June 23, 2020, 

, presenter Tracy Landau, founder of marketing agency MarketPlace (St. Louis), said immunity and prevention are currently the top purchase drivers for U.S. supplement users. In 2019, immunity ranked fifth on the list of consumer demands, but updated research following the COVID-19 pandemic, for instance, saw immunity move to third place, after disease prevention/overall wellness and gut/digestive health, she said.

As a result of the heightened focus on prevention and staying well, Renee Yoder, senior director of specialty nutrition, DSM North America (Belvidere, NJ), says ingredients such as vitamin D, prebiotics, probiotics, and omega-3s have climbed the ranks usually dominated by nutritionals like vitamin C.

“While omega-3s have traditionally been best known for providing benefits for brain, heart, and eye health, a report from FMCG Gurus

 exploring how the current global health situation has impacted consumer behavior identified that, surprisingly, 79% of consumers associate omega-3s with supporting immune function,” Yoder says.

According to GOED’s Gearheart, in the initial days of the COVID-19 outbreak, omega-3s experienced a surge in demand from consumers seeking out ways to bolster their health.

But will interest in omega-3s increase long-term? “During the COVID-19 pandemic, consumers increased their use of supplements, including omega-3s, for overall wellness. Sales did spike during March and April but have reportedly returned to pre-pandemic levels,” Gearheart says. “Future consumer spending on supplements is hard to predict; however, consumer research firm Toluna reported at one point during the pandemic that 29% of supplement users in 10 countries in the Americas, Europe, and Asia intended to consume fish oils or other omega-3s in the following two weeks.”

Industry innovation will play a large part in sustaining consumer interest. The omega-3 market continues to evolve to meet consumer demand, including expanding plant-based options. Other innovations stem from the need to improve the sensory characteristics of omega-3 oils so that their inclusion in applications like food and beverages is a bit more seamless. Bioavailability also continues to be a focus for some companies, while others continue to explore certain ingredients that pair well with omega-3s, such as lutein, cannabidiol (CBD), and lycopene.

Demographically speaking, experts like Greg Cumberford, vice president of science and regulatory for Canada-based Nature’s Crops International, which sources plant-based omega-3s from ahiflower 

 to create its proprietary Ahiflower ingredient, are noticing that younger consumers, notably the youngest Gen Z consumers who are just now becoming adults, are factoring their eco-social concerns into their purchasing decisions.

“We call it the ‘ReGenZerative’ opportunity for natural products,” he says. “More generally, plant-based omegas are definitely seeing growth versus the underlying omega market. It is difficult to say whether this is ‘new demand’ or ‘preference demand,’ however.”

DSM’s Yoder echoes these thoughts. “With plant-based diets here to stay, omega-3 alternatives derived from plant-based sources are helping the category appeal to a new consumer demographic—one that cares not just about their own health but also that of the planet,” she says. “While these essential fatty acids have traditionally been associated with fish oils, omega-3 consumers are increasingly seeking out plant-based omega-3 alternatives; in fact, 62% of omega-3 users say they would prefer plant-based options.”

With plant-based omega-3s in high demand, ADM’s (Chicago) Greg Dodson, vice president, health and wellness, says his company has responded by introducing a new line of EPA/DHA blends containing omega-3, -6, and -9.

“Onavita Algal DHA and Almega EPA blends, developed in collaboration with Qualitas Health [Houston, TX], support cognitive, heart, eye, and immune system health,” Dodson explains. “Supported by a reliable, vertically integrated supply chain, these solutions are derived from algae we grow and are suitable for use in products where a clean and clear label is the objective.”

Another plant-based omega-3 contender is Ahiflower, which is a truly regenerative omega source in terms of putting more back into the soil, into pollinator health, and rural farmland biodiversity than it takes out.

“While this is not a conventional innovation, in that Ahiflower crops have been grown according to regenerative practices for years, it is an innovation in the broader spectrum of omega-3 sourcing options,” Cumberford says. “We have also partnered with Stratum Nutrition to deploy the VitaSperse technology for making fully dispersible liquid emulsion systems that complement Ahiflower’s existing 50%-payload microencapsulated powders made by The Wright Group.” Stratum Nutrition (Carthage, MO) is a distributor of 3i Solutions’ (Wooster, OH) VitaSperse technology. Nutrient premix specialist The Wright Group is based in Lafayette, LA.

DSM’s life’sOMEGA ingredient also delivers the same omega-3 health benefits as fish oil via a plant-based source, which also means that those following plant-based, vegetarian, or vegan diets don’t have to compromise when it comes to getting their intake.

Innovation is also happening to help formulators. Focusing on organoleptic qualities, AlaskOmega (Coshocton, OH), a Wiley Companies brand, is continuously improving the sensory experience of its concentrates through technological advancements in its refining process and by developing innovative delivery systems that allow formulators to include the benefits of omega-3s in a variety of convenience products.

“AlaskOmega recently launched a new, high-potency omega-3 powder that delivers more than 200 mg/g EPA and DHA,” says Greg Lindsey, vice president of marketing for Wiley Companies. “This innovation will allow for omega-3s to expand beyond capsules and stick packs and be included in growing consumer convenience categories such as nutrition bars and sports drinks.”

Algal omega-3s like DSM’s life’sOMEGA can also help mitigate many of the key challenges formulators face when developing omega-3 solutions and offer an appealing alternative to those derived from fish oil. For instance, algae has a more neutral taste, reducing the risk of fishy smell or aftertaste that can be off-putting for some.

Bioavailability and Concentration Get a Boost

On the bioavailability front, a new study

 demonstrated that AquaCelle, a patented self-microemulsifying delivery system, increases total absorption of omega-3 (EPA + DHA) ethyl esters in humans by sixfold. AquaCelle is supplied by Gencor Pacific (Irvine, CA) in partnership with Pharmako Biotechnologies (Australia).

Explaining the significance of this study, George Kokkinis, cofounder and technical director at Pharmako Biotechnologies, said in a press release: “It is commonly known that omega-3 absorption is best achieved with a high-fat meal. However, because many individuals require low-fat diet restrictions, oral bioavailability is incomplete and requires higher doses. This study highlights the superiority of AquaCelle as a delivery system for significantly improved absorption of lipophilic ingredients.”

Another innovation from Pharmako Biotechnologies is compressible powdered oils. These specialized powders are rigid, making them easily tabletable, unlike spray-dried powders. They also do not contain gelatin, making them a real alternative for the vegan/vegetarian market. Finally, they contain a high active payload of oil/omega-3 and feature impressive real-time stability, according to the company.

At Epax (Alesund, Norway), the current focus is on implementing new black box distillation technology. “This was developed to enable us to further up-concentrate EPA/DHA content with distillation only,” says Sarah Christianslund, product marketing manager. “We developed this technology to protect the oil from excessive heat and processing, enabling us to continue to deliver extremely clean products as the market for very high concentrates continues to grow.”

Another key trend is the increasing potential of compositions that combine omega-3 with other nutrients, such as carotenoids.

“Last year, we were granted a U.S. patent for our omega-3 compositions,” says Karin Hermoni, PhD, head of science and nutrition at Lycored (Secaucus, NJ). “They combine omega-3 with our standardized tomato extract, Lycomato, which contains carotenoids, tocopherols, and phytosterols. Recent research has demonstrated the potential of this synergistic combination for cognitive health. There are therefore exciting new opportunities for carotenoids to enhance omega-3 products, which we’re currently exploring.”

Epax’s Christianslund also notes the rising importance of combination products. “We are seeing several combination products being explored. As an example, Epax provided study medication for CARES (Cognitive impAiRmEnt Study)

 by Rebecca Power et al., which was published in the 

 in May this year, highlighting the importance of EPA/DHA, carotenoids, and vitamin E in improving cognitive performance in individuals with MCI (mild cognitive impairment).”

As consumers continue to prioritize their health, omega-3s will keep finding favor with those who consider them essential to their health and wellbeing. Any lift to dietary supplements in general during the COVID-19 pandemic will surely spill over into ongoing demand for omega-3 products of all kinds.

 SupplySide webcast. “Consumer Insights for Building a Post-Pandemic Supplement Brand.” Presented June 23, 2020. Accessed at: https://www.naturalproductsinsider.com/webinars/consumer-insights-building-post-pandemic-supplement-brand-webinar

FMCG Gurus report. “COVID-19: Re-evaluating Strategies in an Era of Uncertainty.” Presented June 18, 2020.

Bremmell KE et al. “A self-emulsifying omega-3 ethyl ester formulation (AquaCelle) significantly improves eicosapentaenoic and docosahexaenoic acid bioavailability in healthy adults.” 

vol. 59, no. 6 (September 2020): 2729-2737

Power R et al. “Targeted nutritional intervention for patients with mild cognitive impairment: the Cognitive impAiRmEnt Study (CARES) Trial 1.” 

vol. 10, no. 2 (June 2020). Published online ahead of print May 25, 2020.

Omega-3 innovation is high, from plant-based options to better delivery, boosted bioavailability, and higher concentrations made easier.

Are the omega-3 industry’s best years ahead? Many experts think so.

Sabinsa (East Windsor, NJ) was granted a new patent granted in Mexico, MX355546, for a composition comprising 10% w/w of 1-O-galloyl-β-D-glucose (β-glucogallin), specifically isolated from Emblica officinalis (Saberry) and a concentrate from the liquid endosperm of Cocos nucifera (Cococin) and selenopeptides. The composition protects the dermal papilla cells—specialized mesenchymal cells that exist at the bottom of hair follicles and play pivotal roles in hair formation, growth, and cycling. 

Protecting the dermal papilla cells from UV-induced damage helps to maintain them in numbers conducive to hair growth. The numbers of live dermal papilla cells are maintained at a level of 95% or more when the dermal papilla cells are exposed to UVB radiation levels in the range of from 0.8 J/cm2 to 1.0 J/cm2. 

A recent open-label clinical trial evaluated the efficacy and safety of Sabinsa’s hair serum in healthy adult male and female subjects. After 90 days of application, there was a significant improvement in hair growth rate, hair density, vellus hair density, and terminal hair density in comparison to baseline. There was also a significant reduction in hair fall with bulb and without bulb, and hair thinning.

“Preparations to stimulate hair growth are in high demand, and it’s past time for there to be a natural alternative in this category,” said Muhammed Majeed, PhD, founder and chairman of Sabinsa, in a press release. “We’re pleased that the evidence we presented was compelling enough to be granted this latest patent.”

Majeed M et al. “Clinical study to evaluate the efficacy and safety of a hair serum product in healthy adult male and female volunteers with hair fall” 

Clinical, Cosmetic and Investigational Dermatology

The patented composition protects dermal papilla cells from UV-induced damage.

Sabinsa granted patent in Mexico for hair health formulation 

Aker BioMarine has earned its third consecutive certification from The Marine Stewardship Council (MCS) following an independent assessment of its Antarctic krill fishery. Aker received unconditional recertification, and a higher score in the Ecosystem and Management System categories compared to the previous five years. According to the assessment report, Aker’s catch levels were well below the precautionary upper level relative to best estimate of stock size, and had negligible bycatch with virtually no interaction with species other than the target krill. The report also praises Aker’s active engagement with and support of NGOs and scientific institutes, contributing to knowledge production, as well as a well-established and very functional management regime and enforcement system for the fishery, with 100% observer coverage and catch reports following each haul.

“Aker BioMarine’s Antarctic krill fishery remains committed to the highest sustainability standards. With their precautionary approach to catch levels, as well as a sound and well-functioning management of the operation, the company is ensuring it has no significant impact to the food chain and future of krill in the Antarctic,” said Linnea Engström, MSC program director for Scandinavia and the Baltic Sea Region, in a press release.

“MSC is the gold standard for fisheries certifications globally. Through our 10-year partnership they have always pushed us towards new sustainability targets. We are extremely proud of the entire Aker BioMarine team, our partners and our customers, for supporting and reinforcing our sustainability approach,” said Pål Einar Skogrand, director Antarctic Affairs for Aker BioMarine. “MSC has now validated our efforts with their stamp of approval for the next five years and we will make sure our sustainability work keeps moving forward.”

Aker BioMarine has earned its third consecutive certification from The Marine Stewardship Council following an independent assessment of its Antarctic krill fishery. 

Aker BioMarine’s krill harvesting operation has been recertified by the Marine Stewardship Council

A recent webinar hosted by The Council for Responsible Nutrition (CRN; Washington, D.C.) called “Sports Nutrition: Challenges and Opportunities Amidst COVID-19” shed some light on how the fitness and sports nutrition market is faring during the pandemic. One of the most important takeaways from the webinar is that consumers are actively trying to improve their health and buying dietary supplements is a means to do so.

Steve French, senior vice president of the Natural Marketing Institute (NMI; Newtown Square, Pennsylvania) reported during the webinar that 62% of U.S. adults over the age of 18 said they’ve become more health conscious since the COVID-19 outbreak, and 47% said they’ve become more worried about their personal health. For 64% of these adults, exercise is seen as an important means to maintain health, which is up from 53% in 2006. The amount of exercise has also increased to 20 minutes of exercise 3.5 days per week, compared to 2.7 days per week in 2006. 

Since the pandemic started, the number of new dietary supplement users increased, said French. According to NMI, 21% of U.S. adults over the age of 18 say they started taking vitamins or other supplements since the COVID-19 outbreak, with new supplement users skewing toward women and millennials. Among existing supplement users, 26% says they’ve increased their supplement usage. Interest in immune health products has particularly increased, said French. According to NMI, 37% of consumers say they’re more interested in immune boosting foods, and 36% say they’re interested in learning more about immune boosting supplements.

While economic turmoil is one of the many unfortunate outcomes of the pandemic, with 29% of consumers saying their income has been impacted by the pandemic, and therefore buying lower cost items, there are some consumers (19%) that stated they have bought more expensive products because their usual brands were out of stock. Therefore, some consumers are willing to make concessions for their health, and spend money on dietary supplements, even if it means spending a few more bucks.

Businesses have also been feeling a great deal of hurt since the pandemic forced officials to impose lockdown orders, shuttering any brick and mortar businesses not deemed essential. However, some dietary supplement manufacturers did not so much see a decline in sales as they did a shift in channel revenue. For example, Atrium Innovations 

reported seeing a dramatic increase in revenue from direct-to-consumer sales

 for its Klean Athlete  line of sports nutrition products. Klean Athlete is sold to healthcare practitioners, professional sports teams, coaches, trainers, and athletes directly. 

According to Adam Branfman, e-business and Klean Athlete director for Atrium, prior to the pandemic, Klean Athlete sales were 70% B2B and 30% direct-to-consumer. In March of 2020 the brand experienced a decline in sales as a result of the pandemic, but in May its direct-to-consumer sales saw a drastic upswing, accelerating above original expectations for that channel and stabilizing overall sales for the brand. Much of this, says Branfman, was driven by a renewed focus on everyday health and wellness through exercise and nutrition, driving sales acceleration of Klean Athlete’s core foundation products such as vitamins, omegas, and probiotics to outperform pre-, during, and post-workout supplements.

It’s clear that consumers are craving exercise and activity to remain healthy and sane during stress of a pandemic, and while supplements remain an important source of nutrients for active adults, there is a greater focus on immune health and overall nutrition as opposed to muscle building and recovery, for example.

A recent webinar hosted by CRN called “Sports Nutrition: Challenges and Opportunities Amidst COVID-19” shed some light on how the fitness and sports nutrition market is faring during the pandemic. 

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Americans confident in dietary supplement effectiveness and quality, including during pandemic